/iron man 3

1. IRON MAN 3
MOVIE CAMPAIGN

2. MOVIE CAMPAIGN
For my textual analysis, before I create my very own movie campaign, I
am going to look at the movie campaign for the newly released ‘Iron man
3’ . Movie campaigns consist of multiple media pieces. There are usually
teaser posters be it one or more, as well as a full theatrical release, again
there can be more than one. This is usually followed by a teaser trailer,
possibly a magazine cover and eventually a full length trailer. Movie
campaigns just recently also use social networking sites to promote their
new release.
Campaigns help to make the public aware of the film and build some
form of suspense before it is finally released, hence the use of teaser
posters and so on. Campaigns tend to be recognisable when all brought
together. So the posters trailers and magazine covers all have similarities
be it the image or colour scheme excreta. This is done so that people can
make the link between the posters and the trailers, it helps to promote the
movie and create a likeness of a brand to the movie in some sense. When
campaigns fail to create similarity between these pieces of media then the
film does not sell as well as it could, however most films do. I am going to
take a look at how ‘Iron Man 3’s campaign does this successfully.

3. IRON MAN 3
FILM: Iron Man 3
DIRECTOR: Shane Black
YEAR: 2013
NARRATIVE:
Iron man 3 is, obviously, the trilogy to previous movies. In a brief
explanation the film is about the continuous main character, Tony Stark.
Tony Stark was an engineer in weapons for war and made millions of
pounds in doing so, Tony then turned to a more friendly career after being
helped captive in the previous movies and forced to build weapons to kill
the innocent. This is where Tony created the very first Iron Man suit. Form
here the concept of the iron man suit bringing good to the world begun.
Within the third one a terrorist threat occurs and Tony faces a battle
against the ‘Mandarin’ but also a life changing one, to get rid of all the suits
his created or lose his one true love, Pepper.

4. TEASER POSTERS
Teaser posters tend to lack information and only give
away tiny details about the movie to, hence the
wording, ‘tease’. Below are two teaser posters for the
2013 film ‘Iron Man 3’
These 2 posters
are teaser
posters and
would have been
released before
the film was
finished and
obviously before
the full length
poster. These
posters have
their similarities.

5. TEASER POSTER ANALYSIS:
The first teaser poster follows typical conventions of a
teaser poster. We have only a date and a letter, there is no
presence of a full title or starring actors. The image used
itself helps to form an understanding of the film. The image
is very dark creating an element of thrill, the colour scheme
can be gathered as dark blues, reds and yellows. Not too
much is given away however because it is a trilogy the
audience can recognise what film is being advertised.
However this is only due to the consistent campaign.
The second teaser poster gives away some more
information. In this poster we are given a full title ‘Iron Man
3’, a fully written date and a more precise image. In this
image we can see who the starring actor is. This poster too
sticks to a colour scheme of blues, reds and yellows
allowing the posters to link together. Also notice how the
number ‘3’ and the title are written in the same font and
colour. This is a typical aspect used within a campaign and
helps the audience to make the link between the 2 posters
due to their similarity. I would like to include this is my
work.

6. FULL LENGTH POSTER
After the teaser poster release eventually a full length poster will appear
followed by multiple different versions. Below is one of the Iron Man 3 full length
posters. We can tell this is a full length and not a teaser poster for multiple
reasons. Within this poster there is presence of starring
actors, a billing block , the marvel logo, a full length title
and a very important image that is not as simplistic in
comparison to the others. The image works well in terms
of empowerment as it is at a slightly low angle suggesting
power and strength, also we can see multiple iron man
suits in the background showing that he has some form of
back up. The colour scheme again fits to the previous
posters consisting of blue red and yellow but also the most
important blue futuristic glow. Again the title is in the
same font style and colour as the other posters making
them fit together nicely. Also notice how in all three the
text is in the same place, the bottom third. All of these
aspects show that the campaign is following a typical
convention.

7. • IMAGE
• TITLE IN RED
FONT
• COLOUR SHCEME
BLUE, RED,
YELLOW
• BLUE FUTURISTIC
GLOW
• SHORT RELEASE
DATE
• IMAGE
• FULL TITLE
SAME RED FONT
AND POSITION
• SAME COLOUR
SCHEME
•BLUE
FUTURISTIC
GLOW
• SHORT
RELEASE DATE
• IMAGE OF FULL
SUIT
• FULL TITLE SAME
FONT/POSITION
•SAME COLOUR
SCHEME
• STARRING
ACTOR/BILLING
BLOCK

8. MAGAZINE COVER
When looking at big blockbuster movie campaigns they all tend to have a big build up. There
is multiple teaser posters released and versions of full length posters, then there are magazine
covers to promote the movie further followed by teaser trailers and full length trailers. In terms
of Iron Man, Empire was the magazine for them. Empire follows typical conventions which I
have pointed out below but they too have also stuck to the Iron Man 3 campaign.
TYPICAL CONVENTIONS
CAMPAIGN CONVENTIONS
MAST
HEAD
COVER
LINES
MAIN
TITLE
MAIN IMAGE
IN CENTER
THIRDS
COLOUR
SHCEME;
BLUE/YELLOW
BACKGROUND,
RED COVER
LINES,
RED/YELLOW
SUIT
MAIN
TITLE IN
THE
TYPICAL
RED
FONT
THE MAIN IMAGE OF THE
MAIN CHARACTER IN THE
SUIT WE HAVE ALREADY
SEEN ON POSTERS

9. MAGAZINE AND POSTER
Looking at the magazine cover and
the full theatrical poster we can
again see similarities that are clearly
consistent throughout this
campaign. First would be the colour
scheme. Both the poster and the
magazine consist of blue tones, red
tones and yellow tones.
It is obvious that this is key to the campaign. Then there is the use of image, they
are both very similar to one another. They both show the character ‘Tony’ in his
suit with out his mask. The use of the suit makes it easy for us as the audience to
make the link between the two, these suits are also present on the other teaser
poster. Furthermore the text and font used is very similar. The text on the
magazine is red as well as the title similar to the text on the poster, the title is also
red. The billing block is in white which again is similar to the magazine cover lines.
The two link together nicely creating amore clear cut campaign.

10. TEASER TRAILER
This is the link to
the teaser
http://www.youtube.com/watch?v=1Cn8KB9VKQo
trailer
Teaser trailers tend not to be very long however this one is just a tad too
short. I struggled to find a teaser trailer on its own separate from other trailers
so have no choice other than this one trailer. However it is a part of the
campaign and has key conventions of a trailer as well as aspects of the
campaign that i have previously highlighted.
This trailer shows only a few shots at a fast pace which is a typical convention
as it allows a lot of scenes to be aired within a short amount of time. It also
helps to identify a thrilling generic style. There is also use of captions, camera
angles and soundtracks.
Looking at the captions first we can see that they follow the same font used
on the posters. This allows, again, the posters
and trailer to link together. Also in this trailer
there is a similar shot of Tony Stark in his iron
man suit in a similar position to the full theatrical
release , this again allows a clear link to be made. Furthermore this trailer has
a dull blue colour scheme fitting to the posters and the magazine cover.

11. SIMILARITIES BETWEEN TRAILER AND POSTERS
VISUALS
TRAILER
Notice the stance of Tony in the
THEATRICAL
TEASER POSTER
trailer screen shot and the full
POSTER
theatrical poster. These images
are very similar to one another
Also notice the background of the trailer image, see the suits all lined up on
display, this setting is used within the teaser poster. Therefore the imagery and
shots used allow the pieces to be easily linked. Also the colour schemes are very
dull with the blue futuristic glow again linking them together.

12. FULL LENGTH TRAILER
http://www.youtube.com/watch?v=oBZVCjj_cY8
Link to full
length trailer.
The full length trailer has obvious differences to the teaser trailer. This trailer
gives away some more information compared to the other as it is much longer.
Within this trailer there is use of fast pace cutting , a range of shots and camera
techniques, but again there are also aspects of the campaign that connect both
the trailers together and again the posters and magazine cover.
This trailer has many more shots of action packed scenes that include the iron
men suits. There are multiple shots that help to make the understanding of the
movie clearer but to also intrigue the audience, creating enigma codes. There is
also use of the same shot used in the teaser trailer, the shot of the iron man
kneeling down that I compared to the posters on the previous slide. This instantly
allows the link to be made between the two trailers. This trailer also uses the
same consistent font and the same Iron Man 3 logo used. Also the soundtrack is
very similar with the same deep rumble and loud ‘bang’ every so often, this being
another aspect they have kept the same between the two trailers.

13. BOTH TRAILERS
TASER TRAILER
Here are the
few
similarities I
have
highlighted.
We can see
that they
are
practically
same and
therefore
work well in
sticking to
the
campaign.
FULL TRAILER

14. THE WHOLE CAMPAIGN TOGETHER
http://www.youtube.com/watch?v=oBZVCjj_cY8
http://www.youtube.com/watch?v=1Cn8KB9VKQo